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Graphics processor manufacturer Nvidia today launched a line of products with a midrange card for the first time in its history as a company.

The GeForce 9600 GT, the first card in the GeForce 9 series, will retail for $169-189 according to HardOCP.

Nvidia typically debuts new card lineups with pricey top-of-the-line models. The sub-$200 9600 GT is seen as a significant departure for the company, at a time when the PC gaming industry has taken flak for being too complex and costly for consumers to follow.

Earlier this week Nvidia became a founding member of the PC Gaming Alliance, a consortium of PC-invested companies with the goal of streamlining PC gaming and promoting the platform.